Canada Goose, the parka brand known for its signature patches, has been keeping its customers warm for decades. Yet that doesn’t just mean insulation filled with down feathers—the brand is incorporating “Canadian warmth,” which includes humility and a human touch, in all of its customer service interactions, according to Penny Brook, chief marketing and experience officer.

Speaking on the latest episode of the Marketer’s Brief podcast, Brook talks about the importance of maintaining the customer connection in Canada Goose’s marketing. That connection includes being authentic and earth-focused, a message that particularly appeals to the younger Gen Z audience.

“Gen Z is a very discerning consumer and they have very high expectations of brands,” Brook said, noting the manufacturing process and how brands give back to society. “It’s not enough to just have a product that appeals to them—you have to be a brand that leads with purpose.” She added she does not expect brands that do not lead with purpose to last the decade.

As it communicates its message, Canada Goose has been tapping influencers, including the fashion influencers that many brands are leaning into, along with well-known global explorers and environmental activists who are used to wearing Canada Goose products in colder temperatures around the world.

“We have a great network of influencers globally that enjoy wearing our products and bringing them to life on the ground,” Brook said.

On the podcast, she also discusses how Canada Goose is thinking about resale and disposable consumption, as well as how the brand is trying to make its marketing content more sustainable with a lower carbon footprint.

“We don't talk about it much in terms of the how we produce the marketing content to support the sale of that item,” said Brook. “We’re going to be taking a very keen eye on how we behave differently and the choices that we make in order that we create content that is extremely sustainable into the future.”